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The K-12 online tutoring market size is forecast to increase by USD 122.2 billion, at a CAGR of 13.58% between 2023 and 2028. Market growth is influenced by various factors, notably the increasing emphasis on STEM education, the cost-effectiveness and adaptability of K-12 online tutoring, and the burgeoning utilization of gamification in online tutoring and assessments. As STEM fields continue to drive innovation and economic growth, the demand for educational resources and support in these areas rises, fueling market expansion. Additionally, the affordability and convenience of online tutoring platforms cater to the diverse needs of students and parents, further driving adoption. Moreover, the integration of gaming elements into online tutoring not only enhances engagement but also facilitates interactive learning experiences and assessment methods, contributing to market growth. These factors collectively propel the evolution of the tutoring market, meeting the evolving demands of modern education and learners. It also includes an in-depth analysis of market trends and analysis, market growth analysis and challenges. Furthermore, the report includes historic market data from 2018 - 2022.
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The market is witnessing a revolution in education delivery, leveraging smart devices and diverse multimedia formats such as videos, audio, infographics, and text to cater to students' learning preferences. From kindergarten to high school, dedicated teachers utilize virtual learning environments to provide interactive learning experiences through personalized microlearning sessions. In this dynamic landscape, digital platforms offer a plethora of multimedia resources, ensuring an individualized approach to each student's educational journey while accommodating time constraints. Gone are the days of passive activities; online tutoring enhances academic performance by addressing learning gaps and offering individualized advice based on AI and big data analysis of learning material. With a focus on K12 curriculum and innovative teaching techniques, online tutoring platforms prepare students for standardized tests while fostering a love for learning through personalized learning platforms. This evolution marks a paradigm shift in education, empowering students to excel in a digitally-driven world. Our researchers analyzed the market research and growth data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
The growing importance of STEM education is the key factor driving the market growth. The growth of the market is largely driven by the increasing importance of STEM education among students globally. Increasing job opportunities in the STEM fields is one of the major reasons underlying the increasing popularity of these courses among students globally. According to the US Department of Commerce (DOC), STEM occupation roles grew at a significant rate when compared with other occupations in 2020. Basic STEM education is essential in cracking several competitive exams in countries such as India to gain admission to higher education institutions.
Further, JEE Main, JEE Advanced, and the Birla Institute of Technology and Science Admission Test (BITSAT) are among the most popular exams that require basic STEM education. Hence, to enable success in such examinations, parents, students, and various stakeholders in the education sector globally are placing greater emphasis on basic STEM education in schools. Therefore, students are increasingly joining online K-12 tutoring classes at the start of their secondary education. Such factors will increase the market growth during the forecast period.
The emergence of learning via mobile devices will fuel market growth. The increase in the adoption of smartphones and tablet devices across several educational institutions enables personalized and flexible learning. Mobile devices are used not only for content absorption but also for attending lectures, receiving alerts and updates, and other educational activities, resulting in their rising importance among all the stakeholders in the education industry.
Furthermore, the increasing awareness of the uses of mobile devices, such as smartphones, tablets, and wearable devices, and the growing number of tech-savvy students have resulted in mobile devices gaining mainstream status in the education market. To learn online, students need to have access to the required content via their mobile devices. Hence, mobile devices form a fundamental part of the K 12 online tutoring environment. As learners are using mobile devices to gain access to e-learning materials, many vendors are emphasizing the development of K-12 online learning content that can be accessed through mobile devices. Thus, the emergence of learning via mobile devices is a positive trend in the market during the forecast period.
The threat from open tutoring resources and private tutors is a major challenge to market growth. The market is facing a considerable threat from open-source tutors that offer free services, whereas online K-12 tutoring vendors, such as Ambow Education, China Distance Education, and iTutorGroup, provide instructional programs and K-12 courses for a fee. Therefore, consumers would prefer to opt for these free services offered by various open-source tutors. Furthermore, there are numerous private tutors operating in the market. Consumer propensity toward private tutoring is higher than that for online tutoring services, despite the high cost of private tutoring services.
Additionally, parents and students believe that a tutor will work at the pace that is right for the student to learn. On the other hand, in online tutoring, every lesson plan that takes place in the classroom is time-sensitive. Similarly, private tutors give personal attention to students, whereas the interaction between the tutor and the student is not as effective in online tutoring. Thus, students in the market prefer private tutoring services over online tutoring services. Therefore, private tutors and open-source tutors will hinder the growth of the global K-12 online tutoring market during the forecast period.
The market forecasting report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth and forecasting strategies.
Market Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
The research report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market share growth by the structured tutoring segment will be significant during the forecast period. Structured tutoring methods comprise classes or sessions that are planned and scheduled for a certain number of hours. A structured K-12 online tutoring subscription package costs USD 40-USD 120 per month. However, the cost can vary depending on the number of hours requested. Structured tutoring ensures the availability of tutors before the session.
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The structured tutoring segment showed a gradual increase in market share with USD 55.20 billion in 2018. Various promotional activities by vendors to promote structured tutoring among students and their parents are also driving the growth of the segment. Chegg Inc. offers a free seven-day trial period with packages starting at USD 15 for 30 minutes a week; and thereon, monthly plans cost as much as USD 48 a week. The introductory plan provides students with a better idea of whether they can build a connection with the tutor and understand their teaching approaches. If students find improvements in their academic performance during the trial period, it boosts their confidence to opt for a structured tutoring program. Therefore, such initiatives provided by vendors are a major factor driving the growth of the segment during the forecast period.
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APAC is estimated to contribute 53% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. South Korea, China, India, Singapore, and Australia are the major contributing countries to the growth of the market in focus in the region. Some of the prominent vendors operating in the region are Ambow Education Holding Ltd., TAL Education Group, Think & Learn Pvt. Ltd., and Vedantu Innovations Pvt. Ltd. The education market in APAC, especially in India, Japan, and China, is evolving rapidly due to the adoption of advanced educational technologies. Government initiatives to promote digital learning in schools and universities are driving the growth of the regional K-12 online tutoring market.
The market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD billion" for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
In the digital age, K-12 Online Tutoring is transforming traditional learning methods through digitization, leveraging tools like laptops and high-speed internet connectivity. With advancements in artificial intelligence (AI), machine learning (ML), and the internet of things (IoT), platforms offer immersive experiences using virtual reality (VR) and augmented reality (AR) for subjects ranging from foreign languages to STEM courses. Catering to students from pre-kindergarten to junior high school, platforms like Varsity Tutors provide a virtual learning environment with interactive learning experiences and a personalized approach. Amidst urbanization, the demand for English courses and specialized language courses has surged, prompting the rise of reputable providers like Omega Learning Center and Sylvan Learning. As parents seek supplemental learning tools due to a lack of qualified tutors, reliable services like Tutor Doctor and Kumon offer solutions, emphasizing customer service and soft skills development. In this rapidly evolving landscape, K-12 Online Tutoring is reshaping the educational industry, bridging gaps and empowering students for success in the digital era.
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Industry Scope |
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Report Coverage |
Details |
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Page number |
165 |
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Base year |
2023 |
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Historic period |
2018 - 2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 13.58% |
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Market growth 2024-2028 |
USD 122.2 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
11.65 |
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Regional analysis |
APAC, Europe, North America, South America, and Middle East and Africa |
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Performing market contribution |
APAC at 53% |
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Key countries |
China, US, India, UK, and Germany |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
Ambow Education Holding Ltd., ArborBridge Inc., Chegg Inc., China Distance Education Holdings Ltd., Club Z Inc., D2L Inc., Fleet Education Services Ltd., Franchise Group Inc., Growing Stars Inc., Instructure Holdings Inc., iTutorGroup Inc., John Wiley and Sons Inc., New Oriental Education and Technology Group Inc., Nuevo Agora Centro De Estudios SL, Pearson Plc, Stride Inc., TAL Education Group, Think and Learn Pvt. Ltd., Toppr Technologies Pvt. Ltd., and Vedantu Innovations Pvt. Ltd. |
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Market dynamics |
Parent market analysis, Market forecast, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID 19 impact and recovery analysis and future consumer dynamics, Market condition analysis for forecast period |
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Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Type
7 Market Segmentation by Courses
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Opportunity/Restraints
11 Competitive Landscape
12 Competitive Analysis
13 Appendix
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